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Agents Make The Best Move &Nbsp; Buyer Mode Orders Reduce Inventory.

2012/4/13 18:32:00 52

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The domestic clothing agency franchisee is the main group supporting the domestic clothing brand and international clothing brand to carry out the effective development of the domestic apparel market.

It can be said that in the country, apart from a small number of clothing brands to operate independently.

99% of the clothing brands have adopted the agent franchise system.

Such a large group is China.

Clothes & Accessories

The brand is branded competition, and the important disseminator of brand culture is molded.

In the actual operation of the clothing market, they have the most successful operation experience in the clothing market.

Many of the clothing brands currently in the domestic market have been molded.

Also know some agent franchisees in the management of some of the problems.

These problems are directly related to the clothing agents joining the business to develop their own business brand.

It is an important hindrance to the leader of clothing agency.

First of all, we need the franchisee to have a clear understanding of these practical problems.

1, the size of the order quantity is not equal to the profit.

Many of the franchisees in the same place are ordering.

According to past orders, a large number of orders will be placed in a single style.

As a result, in the latter part of the market, competitors and other low-grade brands imitate a large number of the same styles, resulting in their own stock.

Such a thing has often happened in recent years in the operation of agent franchisees.

It can be seen from this problem that the domestic clothing market is not the kind of single market before 2000, but it will only lead to unsalable sales.

2, the high cost of ordering does not mean low profit.

This is a relative contrast in terms of buying orders.

High ordering cost means high brand awareness and high value of clothing products.

Such goods also represent high-end sales.

It will also bring some profit margins to the franchisees in the later stage of sales.

High priced clothing products will be unique and difficult to imitate in the use of fabrics, craft, edition, color and accessories, which will cause the difficulty of imitation.

It will bring a good competition distance to late market sales.

3, experience only means that the past does not represent the present.

The buyer has the experience of ordering.

But for experience, when I was training some international brand buyers in Europe and America, I adopted an oblivious way of thinking to them.

That is, let them walk out in an almost colorless world, and then let them judge the general goods in the most primitive and least thinking way.

This will soon enable them to look at the main styles and the styles that can lead the fashion in the later stage.

agent

Franchisees experience their own judging standards in the clothing market.

If the experience is not good, it will become an inventory.

In order to buy a buyer, buyers of different ages often have to order the same general goods, so that they can order according to their own preferences and experience.

Then make an analysis and contrast, and in a very short period of time, you will find that the goods purchased by these long-term trainees are almost the same.

The reason is that they have found the angle of the order.

Our agents are actually our own buyers. We can't place orders only on the basis of personal perspective, vision and experience.

It is to combine orders with consumers in their own markets.

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4, brand positioning buyer segmentation.

Many clothing products in China like to locate their age brands for their brands.

For example, the age of a woman's clothing brand is located between 23 and 35 years old.

This positioning is not right from the spread of the age free consumption style of brand development.

To see friends of these articles, I believe there are buyers who come into contact with Lssey Miyake or Eve St.

These buyers are all my European students.

When they come to the mainland of China to take part in some orders, we can see that they will carry out their own unique details.

This type of ordering is the finest division, if we are now the 100 summer wear.

The location is 23-35 years old.

They will divide the 100 sections without age.

Only those styles that can be worn at the age of 23 can be worn at the age of 35.

Because they know that brand consumption, if there is age limit, first of all, that the goods are already developed immature goods.

For some of the substitutes that they operate, the brands with age consumption limits, such as age, are more obvious, so they will focus on the styles that are suitable for the maximum age limit.

This buyer's ordering style subdivision seems to have no definite age positioning choice, but in fact, the most detailed subdivision of each brand's style is made.

Because I know it as a buyer.

Brands, especially those with age boundaries, should find the most fashionable styles that can suit the brand consumption age.

Only in this way, when the market is sold, will no consumption be recognized for a certain style: This is a good idea, but it is not suitable for me to wear.

5, shop sales and buyer data analysis rules.

Buyers are directly dealing with the market.

For the primary buyer's agent, it is necessary to learn to analyze the sales data directly.

The first primary analysis rule is the competitor shop analysis.

The shops around you are divided into three grades.

One is the same brand grade; the other is the substitution of brand grade; the other is followed.

brand

Grade.

The analysis of these three levels is the need for agents to observe and understand during their daily sales, and to analyze the key styles of competitors. The so-called key styles are those with good sales and poor sales, but can lead the next season's main stream trend.

These two styles will be the most junior buyers of agent franchisees who need serious study and research.

The alternative brand is similar in style, but its price policy is lower than itself, and the ability to imitate money is also fast.

These brands are the most powerful killer of brands.

Following the brand may be different from the style, price and age of the market.

But they can take away their own consumer groups in the market.

There are often unexpected items on sale.

It has brought a great blow to their sales.

Collate these sales data.

Is to better use in the next order.

Determine the fashion and popularity of existing products with a clear fashion perspective.